System, method and computer program product for calculating the cost of an advertisement

ABSTRACT

A system, method and computer program product are provided for calculating the cost of an advertisement. Initially, data reflecting an advertisement and usage of the advertisement may be provided. The data provided may then be rated. A cost may then be calculated based on the rated data.

This application claims the benefit of U.S. Provisional Application No.60/704,308 filed on Aug. 1, 2005, the disclosure of which isincorporated herein by reference.

FIELD AND BACKGROUND OF THE INVENTION

The present invention relates to software, and more particularly, tobusiness management software.

Marketers/advertisers have difficulties in reaching their targetaudiences. In today's multi-channel environment, it's becomingincreasingly difficult for advertisers to target audiences. Anappropriate accounting mechanism is needed that can ensure a propercompensation for reaching the target audience. Marketers havedifficulties in reaching large blocks of unduplicated eyeballs. They arewilling to pay top dollar for that (an issue that is called the reachpremium).

Conventional data that advertisers seek to collect for making futureadvertising decisions include receivers' liking of the advertisement,preference for the advertisement and intent to purchase based on theadvertisement. However, to date, such conventional data has only beenmeasured by direct responses to advertising methods, such as coupons,toll-free phone numbers, and/or copy testing with sample receivers. As aconsequence, the collection methods of such conventional data havemerely provided gross indicators of an advertisement's audience andfinancial impact.

Traditionally, the cost for an advertiser to run an advertisement (e.g.commercial, etc.) has been based on an estimated number of people whoare predicted to watch the content that is broadcasted around theadvertisement itself, such as a television show, etc. In the case of acommercial on television, the estimated cost is adjusted after thecommercial is presented, according to information collected from asample of viewers/receivers that only measure the percentage of thesample viewers/receivers whose television/set-top box was tuned on theproper channel when the specific commercial was broadcasted andpresented. On the web, the estimated cost is adjusted according to thenumber of viewers who clicked on the advertisement. In addition, thecost has also been associated with a type of demographic group of thepredicted number of receivers. The advertisement cost is also associatedwith the type of content around it. To this end, the cost is not basedon usage and/or effectiveness of the actual advertisement, and lessattention is paid to the advertisement.

Recent changes in the ways in which receivers watch content, andespecially television, have affected the accuracy of the traditionalcost calculation method. For example, with innovations such as digitalcable television which includes a wide variety of channels, manyreceivers are no longer watching advertisements between televisionshows, but are rather simply switching the channel during the commercialbreak.

In addition, with the large number of television channels from which tochoose, the number of receivers for particular channels has declined ingeneral. This widespread disbursement has resulted in narrowdemographics associated with each channel which, in turn, has made itdifficult for advertisers to successfully target broad demographics.

Furthermore, accurately determining a demographic group generallyassociated with a specific channel by taking a sample of receiversassociated with the specific channel is difficult. This is mainly due tothe fact that many receivers do not only watch specific channels, butinstead disburse their viewing throughout many channels. Thus, one mayfind only a few households (if any) that watch specific channels, andthis is not a big enough sample to make the appropriate statisticalcalculations for those channels and the associated content,advertisement, etc. Hence, the cost of advertisement in these channelscan not be feasibly calculated using traditional sampling methods.

Another inherent problem with traditional advertisement pricing methodsis that, since information is typically provided manually, they areincapable of allowing even near real-time calculation. Also, informationthat is capable of being collected automatically still must be processedby a third party (e.g. Nielsen, etc.), thus delaying the distribution ofthe information. As a consequence, the pricing of advertisements arealso incapable of being calculated in real-time or near real time.

These problems result in advertisers inefficiently spending money onadvertising. For these reasons, there is a need for a usage-sensitivemethod of determining costs to advertisers for running advertisements.There is thus a need for overcoming these and/or other problemsassociated with the prior art.

SUMMARY

A system, method and computer program product are provided forcalculating the cost of an advertisement. Initially, data reflecting anadvertisement and usage of the advertisement may be provided. Such datamay be provided by utilizing an input device. The data provided may thenbe rated, utilizing a processor in communication with the input device.A cost may optionally be calculated based on the rated data. Suchcalculation may be performed by also utilizing the processor. Further,the calculated cost may be output by utilizing an output device incommunication with the processor.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 illustrates a network architecture, in accordance with oneembodiment.

FIG. 2 shows a representative hardware environment that may beassociated with the server devices and/or client devices of FIG. 1, inaccordance with one embodiment.

FIG. 3 shows a method for calculating the cost of an advertisement, inaccordance with one embodiment.

FIG. 4 shows a method of monitoring usage of an advertisement forupdating a calculated cost of the advertisement, in accordance withanother embodiment.

FIG. 5 shows a process for calculating the cost of a televisionadvertisement, in accordance with yet another embodiment.

DETAILED DESCRIPTION

FIG. 1 illustrates a network architecture 100, in accordance with oneembodiment. As shown, a plurality of networks 102 is provided. In thecontext of the present network architecture 100, the networks 102 mayeach take any form including, but not limited to a local area network(LAN), Metropolitan Area Network (MAN), wireless network, wide areanetwork (WAN) such as the Internet, etc.

Coupled to the networks 102 are server devices 104 which are capable ofcommunicating over the networks 102. Such server devices 104 may eachinclude, network switch, Cable Modem Termination System (CMTS), servercomputer and/or any other type of logic. Also coupled to the networks102 and the server devices 104 is a plurality of client devices 106.Such client devices 106 may each include a desktop computer, lap-topcomputer, hand-held computer, television (digital and/or analog),television set-top box (digital and/or analog), personal video recorder(PVR), mobile phone, hand-held computer, radio (satellite and/orterrestrial), and/or any other type of logic. In order to facilitatecommunication among the networks 102, at least one gateway or router 108is optionally coupled therebetween.

FIG. 2 shows a representative hardware environment that may beassociated with the server devices 104 and/or client devices 106 of FIG.1, in accordance with one embodiment. Such figure illustrates a possiblehardware configuration of a workstation in accordance with oneembodiment having a central processing unit 210, such as amicroprocessor, and a number of other units interconnected via a systembus 212.

The workstation shown in FIG. 2 includes a Random Access Memory (RAM)214, Read Only Memory (ROM) 216, an I/O adapter 218 for connectingperipheral devices such as disk storage units 220 to the bus 212, a userinterface adapter 222 for connecting a keyboard 224, a mouse 226, aspeaker 228, a microphone 232, and/or other user interface devices suchas a touch screen (not shown) to the bus 212, communication adapter 234for connecting the workstation to a communication network 235 (e.g., adata processing network) and a display adapter 236 for connecting thebus 212 to a display device 238.

The workstation may have resident thereon any desired operating system.It will be appreciated that an embodiment may also be implemented onplatforms and operating systems other than those mentioned. Oneembodiment may be written using JAVA, C, and/or C++ language, or otherprogramming languages, along with an object oriented programmingmethodology. Object oriented programming (OOP) has become increasinglyused to develop complex applications.

Of course, the various embodiments set forth herein may be implementedutilizing hardware, software, or any desired combination thereof. Forthat matter, any type of logic may be utilized which is capable ofimplementing the various functionality set forth herein.

FIG. 3 shows a method 300 for calculating the cost of an advertisement,in accordance with one embodiment. As an option, the method 300 may beimplemented in the context of the architecture and environment of FIGS.1 and/or 2. Of course, however, the method 300 may be carried out in anydesired environment.

Initially, data is provided, as shown in operation 302. The dataincludes a-priori meta-data and/or any data that is related to anadvertisement. In the context of the present description, theadvertisement may include a web-based advertisement (e.g. advertisementplaced on a website, etc.), a television-based advertisement (e.g.commercials between television shows, advertisements within televisionshows, advertisements on cable television, advertisements on digitaltelevision, etc.), and/or any other advertisement capable of having dataassociated with it.

As an option, the data may include data associated with theadvertisement itself. Such advertising data may include, but is notlimited to, the availability of the advertisement (e.g. displayed aspart of a television show, displayed between segments of a televisionshow, displayed after actively searched by receiver, etc.) and/or thetime length of the advertisement. Further included may be the type ofpresentation of the advertisement (e.g. portion of display advertisementutilizes, form of media such as text, graphical, audio, multimedia,etc.), and/or the position of the advertisement on the display.

Still yet, the advertising data may also include any interactivityassociated with the advertisement, such as whether the advertisementallows for input collection, e-Commerce, etc. In addition, the data mayinclude the type of content (e.g. television show, website, etc.) towhich the data is attached and/or an estimated number of people who areexpected to watch the content to which the data is attached.

Even still, the foregoing data may further identify, characterize, etc.the advertiser(s) associated with the advisement. To this end, differentadvertisers may receive different rates, etc., in a manner that willsoon become apparent.

Of course, the foregoing examples of data are set forth for illustrativepurposes only and should not be construed as limiting in any manner. Forexample, in the context of the present description, any data related toan advertisement may be provided. Further examples of such data will beset forth hereinafter in greater detail, particularly during referenceto operation 304 whereby additional real-time data is collected.

As an option, a plurality of parameters may specify the various datathat is provided. For instance, the parameters may specify anycombination of the above mentioned variations of data. Of course, anydata related to an advertisement may be specified in combination withany other such data, in order for a desired cost of the advertisement tobe calculated.

In addition, the data that is provided in operation 302 may be providedmanually and/or automatically utilizing an input device (e.g. see, forexample, various input devices in FIGS. 1 and 2, etc.). For example,such input device may include a keyboard associated with a computer, atelephone, a network interface, and/or any other input device capable ofallowing data to be provided. Further, the data may, in one optionalembodiment, be provided into a database, or any other device (e.g. see,for example, various devices in FIGS. 1 and 2, etc.) capable ofreceiving the data, maintaining the data and/or providing the data uponrequest.

After the data is provided in operation 302, the data is then rated, asdepicted in operation 304. For example, the data may be rated accordingto any method capable of assigning a price value to each of theparameters (e.g. which specify each type of data provided in operation302). For example, the data may be rated according to rules configuredby a user. The rules may be set or may be flexible based on predefinedconditions. The rules may also provide for rate discounts based onpredefined conditions. Optionally, the rating may be particular to eachadvertiser, such that different advertisers may receive different ratesfor each piece of data collected.

Within operation 304, a rate is first determined for each of theparameters related to the advertisement in operation 302, and then thedetermined rate is assigned to the associated parameter of theadvertisement. Further, as an option, actual usage data may also berated. Additionally, such usage data may be rated in real-time. As anoption, the data may be rated utilizing any system capable of ratingdata. Just by way of example, the data may be rated utilizing theAmdocs® Charging™ Platform. Of course, any other system for rating dataassociated with advertisements may be utilized in the context ofoperation 304. See Table 1 for an example of determined rates assignedto associated parameters related to the advertisement.

TABLE 1 PARAMETER RECORD ADVERTISEMENT PARAMETERS RATING RULES Record1Advertisement1 Content If content during surrounding the primetime, thenadvertisement content_rate = $A/second, else content_rate = $B/second.Media form of If media is television, advertisement then media_rate =$C/second, if media is website, then media_rate = $D/second, elsemedia_rate = $E/ second.

The data may optionally be rated utilizing a processor (e.g. see, forexample, various processors in FIGS. 1 and 2). Such a processor mayinclude a computer and/or a portion thereof that is capable of storingand/or implementing logic for rating the data in operation 304, or anyother device capable of storing and/or implementing logic for rating thedata in operation 304. In addition, the processor may optionally be incommunication with the input devices described with respect tooperations 302 and 304

Further in operation 304 (after the data is provided in operation 302and possibly in parallel with the foregoing rating), the collection andanalysis of the actual viewership/interaction-with the advertisement iscompleted.

For example, in one embodiment, the data may include receiver datarelating to a receiver (i.e. a user who views and/or listens to theadvertisement, etc.), such as a profile identifier of the personreceiving (or interacting with) the advertisement (that can be matchedwith a specific demographic profile), the number of times the receiverhas received the advertisement and/or any data associated with thereceiver of the advertisement that is capable of being provided. To thisend, both static and dynamic information may be provided.

Furthermore, the data may include data associated with actual receipt ofthe advertisement. For example, actual receipt data may include actualinitiation degree, e.g., was the advertisement pushed and presented tothe receiver or how much efforts the receiver invested in order to findand/or initiate/present the advertisement, an actual length of time theadvertisement was received and/or any actual interaction between thereceiver and the advertisement (e.g. whether the receiver was passive,whether the receiver input information in association with theadvertisement, a type of purchase associated with the advertisement, adegree of navigation throughout the advertisement performed by thereceiver, etc.).

Still yet, the data may include a number of receivers with a specifieddemographic group that received the content surrounding theadvertisement. See Table 2 for an example of usage data that isaggregated, summarized and analyzed for calculating the cost of anadvertisement.

TABLE 2 RECORD ADVERTISEMENT PARAMETERS Record 1 Advertisement1 Profileidentification of receiver; Actual degree of navigation with theadvertisement Record2 Advertisement1, Time length advertisement wasAdvertisement2 displayed Record3 Advertisement1, Degree of input relatedto the Advertisement3 advertisement that is entered by the receiverduring or after the advertisement; Type of purchase made by receiverrelated to eCommerce associated with advertisement Record4Advertisement3 Time length the advertisement was displayed

Various options associated with the monitoring in operation 304 will bedescribed in further detail with respect to FIG. 4. Usage of theadvertisement may be optionally monitored utilizing at least oneprocessor. Of course, such processor may be the processor described withrespect to operation 304, but, of course, may be any processor capableof carrying out the logic required to monitor usage data, as describedwith respect to operation 304.

After the data is rated in operation 304, a cost is calculated based onthe rated data, as shown in operation 306. The cost may be a total costto the advertiser for presenting the advertisement and may further becalculated with respect to the rates assigned to each of the parametersof the advertisement, as previously described with respect to operation304. In one embodiment, the cost may be calculated, for example,according to a sum of all of the rates assigned to each of theparameters with respect to an associated advertisement, according to apredefined value added or multiplied to one or more of the parameterswith respect to an associated advertisement, and/or according to anyother method capable of calculating a cost to an advertiser based onrated data.

Optionally, the cost may be calculated by utilizing at least oneprocessor. Such processor may be the processor described with respect tooperation 304, but, of course, may be any processor capable of carryingout the logic required to calculate the rated data from operation 304,as described with respect to operation 306.

Still yet, the calculated cost may be outputted, as depicted inoperation 308. The calculated cost may be output to a database, areport, an invoice, a user, an advertiser, and/or any other personand/or device capable of receiving an outputted cost. Operation 308 maybe accomplished utilizing an output device (e.g. see, for example,various output devices in FIGS. 1 and 2, etc.). The output device mayinclude a computer and/or a component thereof, a telephone capable ofpresenting the price, or any other device and/or a component thereofcapable of outputting the calculated cost of operation 306.Additionally, the output device may be in communication with theprocessor(s) utilized in operations 304 and 306.

More illustrative information will now be set forth regarding variousoptional architectures and features with which the foregoing techniquemay or may not be implemented, per the desires of the user. It should bestrongly noted that the following information is set forth forillustrative purposes and should not be construed as limiting in anymanner. Any of the following features may be optionally incorporatedwith or without the exclusion of other features described.

FIG. 4 shows a method 400 of monitoring usage of an advertisement forupdating a calculated cost of the advertisement, in accordance withanother embodiment. As an option, the method 400 may be implemented inthe context of the architecture and environment of FIGS. 1-3 (with thesame definitions applying herein). Specifically, method 400 may beimplemented in the context of operation 304 of FIG. 3. Of course,however, the method 400 may be carried out in any desired environment.

Any third party system may be utilized in combination with the presentembodiment for providing the data in the manner of method 400. Just byway of example, the Amdocs® Service Mediation Manager™ 6 may be utilizedfor such purpose, which includes various modules for operations 404-410.

Collecting the data, as shown in operation 404, may involve anymechanism for collecting data. For instance, the data may be collectedfrom a database of events associated with the advertisement.Furthermore, the database may be populated with events that have beenmonitored by a data collector. Such monitored events may include eventsassociated with any type of data related to the advertisement. Data mayalso be collected from any customer relationship management (CRM)product having a database of demographic information of receivers. It isimportant to note that the data may be collected in real-time.

In addition, the data may be aggregated, as in operation 406, accordingto an associated advertisement, a type of the data, and/or any othermethod desired to aggregate the data. Such aggregation may utilize anytype of database or other device capable of maintaining aggregated data.

Furthermore, the aggregated data of operation 406 may then be filtered,as shown in operation 408. For example, the aggregated data may befiltered according to the plurality of parameters related to theadvertisement, such as, for example, the parameters provided inoperations 302 and 304 of FIG. 3. Specifically, only the data associatedwith defined parameters may be maintained.

As an option, the aggregated data may be filtered for duplicated data.In particular, if multiple data collectors are utilized, e.g., a primarydata collector and a backup data collector (for achieving highavailability of the collection/aggregation system), in the collection ofdata in operation 404, such data may be cross-correlated from thedifferent data collectors. This cross-correlation allows for duplicateddata to be filtered out before the data is provided for calculating acost of the advertisement. Again, the filtering of operation 408 mayalso be performed in real-time.

The filtered data of operation 408 may also be analyzed, as shown inoperation 410, before being provided to a cost calculating method, suchas that in operation 306 of FIG. 3. Analyzing the data may includeassociating the data with a specific advertisement. In addition, thedata may be analyzed for a specific instance of receiver interaction,and/or a specific instance of a receiver purchase via an e-Commerceframework. Such analyzing may allow for only one instance of such eventsto be associated with an advertisement. Of course, the data may beanalyzed in any way in order to effectively provide data for determininga cost of an advertisement.

Again, the collecting, aggregating, filtering and analyzing of the dataallows for only pertinent data to be provided when calculating a cost ofan advertisement, such as, for example, the cost calculated with respectto FIG. 3. This ultimately allows for an efficient manner of calculatinga cost of an advertisement, while still allowing for real-timecalculations.

FIG. 5 shows a process 500 for calculating the cost of a televisionadvertisement, in accordance with yet another embodiment. As an option,the process 500 may be implemented in the context of the architectureand environment of FIGS. 1-4 (with the same definitions applyingherein). Of course, however, the process 500 may be carried out in anydesired environment.

Initially, data is provided, as shown in operation 506A. Such data mayinclude any data associated with an advertisement. Specifically, thedata may include the data as described with respect to operation 302 ofFIG. 3. The data provided in operation 506A together with information onestimation of the advertisement usage/viewership (that is calculatede.g., according to historical data) may then be rated, as in operation508A. Of course the data may be rated in any desired way, including butnot limited to the manner described with respect to operation 304 ofFIG. 3.

Next, a cost is calculated, as shown in operation 510A. The cost may becalculated in any manner associated with the rated data of operation508A, but of course may be calculated in the manner described withrespect to operation 306 of FIG. 3. The cost calculated in operation510A is then output, as shown in operation 512A.

A plan is then created with respect to a display of the advertisementand instructions are provided for executing such a plan, as shown inoperation 501. The plan may include any information associated with theadvertisement. See Table 3 for examples of information that may beincorporated into the plan and associated instructions of operation 501.

TABLE 3 Type of advertisement to display (e.g. television, web, etc.)Receiver or receiver group to which the advertisement is to be sent Timeslot to display advertisement Channel to display advertisement Contentto surround advertisement Time length to display advertisement Number oftimes to display advertisement

Furthermore, the plan and associated instructions of operation 501 maybe created according to requirements of the advertiser associated withthe advertisement. As an option, such requirements may be stored in adatabase, or stored in any manner capable of associating them with anadvertiser. The requirements of the advertiser may include any of theinformation described in Table 3, but of course may include any otherinformation associated with an advertisement. The plan and associatedinstructions of operation 501 may also be created according to availabletime slots available for presenting the advertisement.

Still yet, the plan and associated instructions of operation 501 may becreated according to a budget of the advertiser. For example, acumulated cost of all displayed advertisements for each advertiser maybe provided and may be compared to a designated threshold (i.e. budget)of the associated advertiser. The plan and associated instructions ofoperation 501 may then be created according to whether the threshold hasbeen met and/or according to an amount available until the threshold ismet. In this way, only advertisements within the budget of an advertiserare displayed.

In operation 502, according to one embodiment, an advertisement ispresented based on the plan and instructions of operation 501. Theadvertisement may be presented on cable television, local television,digital television, and/or on any other type of media capable ofpresenting an advertisement. Furthermore, the advertisement may bedisplayed via a media capable of providing user interaction with theadvertisement.

While the advertisement is being presented in operation 502, dataassociated with the advertisement is monitored, as shown in operation504. Such data may include any data associated with the presentation ofthe advertisement, any data associated with a receiver of theadvertisement, any data associated with the advertisement itself, and/orany other data capable of being provided with respect to anadvertisement and/or usage thereof. Of course, such data may alsoinclude any of the data described with respect to operation 304 of FIG.3.

After (and/or even during) the monitoring of the advertisement ofoperation 504 (in any manner, including, for example, the methoddescribed with respect to operations 404-410 on FIG. 4), the data isprovided, similar to operation 506A. Thus, as an option, only a portionof the data that is monitored may be provided during the currentoperation 506B. The data (e.g. advertisement a-priori meta-data togetherwith the data that has been monitored) is then rated, as depicted inoperation 508B. In this way, providing the data and rating the data arecapable of being accomplished in real-time.

In operation 508B, the data is rated according to predefined rules. Suchrating includes assigning a price to each type of data provided earlier.After rates are assigned to all of the data provided, a cost is thencalculated based on the rates, as shown in operation 510B. Such costcalculation may be based on the rates in any manner capable of creatinga desired price for the presentation of the advertisement. Again, suchcost calculation may be performed in real-time.

Finally, after the cost is calculated in operation 510B, the cost isthen output, as shown in operation 512B. The cost may be output to anydevice and/or person capable of receiving the cost. As an option, thecost may be output to a computer system (e.g. database, report, etc.)and/or an advertiser of the advertisement. Of course any device capableof receiving output may be utilized.

To this end, the output in operation 512B may be fed back to operation501, such that the instructions thereof may be updated based on suchoutput. Again, alterations may be made to the advertiser's plan, theinstructions may be altered in view of a budget threshold beingsurpassed, etc. A technique is thus provided for providing a moreaccurate method of calculating a cost of an advertisement, in real-timeor near real-time.

Table 4 illustrates various business models that may optionally beimplemented in the context of the present description.

TABLE 4 a) The charging solution may allow various charging models. b)The charging rate or charging model may be modified. c) It may bepossible also to apply special rates based on the time of day. d) It maybe possible to restrict special rates to a specific advertisement oradvertisement within specific surrounding content. e) It may be possibleto enforce per-campaign usage limits using online charging on a peradvertiser basis (may apply to prepaid and postpaid advertisers). f) Itmay be possible for online charging systems to check the amount ofadvertisement budget used over some time period. g) The online chargingsystems can provide usage credit indication/ threshold. In case itdetects the counted usage reaches the indicated usage credit/threshold,it may send a request for credit to an online charging server (OCS) withthe remaining credit. h) A number of different inputs can be used in thedecision to identify the specific charging to apply. For example, anadvertisement may be charged with different rates depending on whatadvertisement policy is applicable.

Following is a glossary of terms that may or may not be applicable tothe present description.

GLOSSARY

-   -   a) Advertisement Consumption: advertisement viewership and/or        interaction with an advertisement and/or transactions (such as        financial transaction) that are associated with an        advertisement) and are performed during or following an        advertisement is presented.    -   b) Advertisement Accounting: The collection of data regarding        advertisement consumption, for the purposes of capacity and        trend analysis, cost allocation, auditing, and billing.        Accounting management requires that advertisement consumption be        measured, rated, assigned, and communicated between appropriate        parties.    -   c) Advertisement Accounting Protocol: A protocol used to convey        data for accounting purposes.    -   d) Real-time Advertisement accounting: Real-time accounting        involves the processing of information on advertisement        consumption within a defined time window. Time constraints are        typically imposed in order to limit financial risk.    -   e) Advertisement Rating: The act of determining the price to be        charged for Advertisement Consumption.    -   f) Advertisement Billing: The act of preparing an invoice.    -   g) Usage sensitive billing: A billing process that depends on        usage information to prepare an invoice can be said to be        usage-sensitive. In contrast, a process that is independent of        usage information is said to be non-usage-sensitive.    -   h) Interim accounting: Interim accounting provides a snapshot of        usage during an advertisement consumption. This may be useful in        the event of a device reboot or other network problem that        prevents the reception or generation of a summary of the        advertisement consumption. Interim accounting records can always        be summarized without the loss of information. Note that interim        accounting records may be stored internally on the device (such        as in non-volatile storage) so as to survive a reboot and thus        may not always be transmitted over the wire.

While various embodiments have been described above, it should beunderstood that they have been presented by way of example only, and notlimitation. For example, any of the network elements may employ any ofthe desired functionality set forth hereinabove. Thus, the breadth andscope of a preferred embodiment should not be limited by any of theabove-described exemplary embodiments, but should be defined only inaccordance with the following claims and their equivalents.

The invention claimed is:
 1. A method for calculating the cost of anadvertisement, comprising: receiving, utilizing a processor, firstrequirements of a first advertiser associated with a firstadvertisement, the first requirements including a first receiver towhich the first advertisement is to be sent, a time length to displaythe first advertisement, and a content to surround the firstadvertisement; receiving second requirements of a second advertiserassociated with a second advertisement, the second requirementsincluding a second receiver to which the second advertisement is to besent, a time length to display the second advertisement, and a contentto surround the second advertisement; receiving a first threshold fromthe first advertiser; receiving a second threshold from the secondadvertiser; comparing the first threshold from the first advertiser witha cumulated cost of a first plurality of previously displayedadvertisements of the first advertiser, and determining that the firstthreshold received from the first advertiser has not been met by thecumulated cost of the first plurality of previously displayedadvertisements of the first advertiser; comparing the second thresholdfrom the second advertiser with a cumulated cost of a second pluralityof previously displayed advertisements of the second advertiser, anddetermining that the second threshold received from the secondadvertiser has not been met by the cumulated cost of the secondplurality of previously displayed advertisements of the secondadvertiser; generating, in response to the determination that the firstthreshold has not been met, a first plan to display the firstadvertisement, the first plan generated according to the firstrequirements of the first advertiser, a time slot to display the firstadvertisement, and an amount available until the first threshold is met,such that the first plan effects at least one display of the firstadvertisement until the first threshold is met; generating, in responseto the determination that the second threshold has not been met, asecond plan to display the second advertisement, the second plangenerated according to the second requirements of the second advertiser,a time slot to display the second advertisement, and an amount availableuntil the second threshold is met, such that the second plan effects atleast one display of the second advertisement until the second thresholdis met; providing first instructions for executing the first plan todisplay the first advertisement; providing second instructions forexecuting the second plan to display the second advertisement;displaying the first advertisement according to the first instructions;displaying the second advertisement according to the secondinstructions; monitoring a usage of the first advertisement by the firstreceiver while the first advertisement is being displayed, andgenerating first usage data based on the usage of the firstadvertisement by the first receiver, the first usage data associatedwith the first advertisement and including a parameter associated withthe display of the first advertisement, a parameter associated with thefirst receiver of the first advertisement, a parameter reflecting adegree of interactivity of the first advertisement by indicating whetherthe first advertisement allows for input collection and e-Commerce, anda parameter reflecting a usage of the first advertisement by the firstreceiver of the first advertisement; monitoring a usage of the secondadvertisement by the second receiver while the second advertisement isbeing displayed, and generating second usage data based on the usage ofthe second advertisement by the second receiver, the second usage dataassociated with the second advertisement and including a parameterassociated with the display of the second advertisement, a parameterassociated with the second receiver of the second advertisement, aparameter reflecting a degree of interactivity of the secondadvertisement by indicating whether the second advertisement allows forinput collection and e-Commerce, and a parameter reflecting a usage ofthe second advertisement by the second receiver of the secondadvertisement; analyzing the first usage data and the second usage datato identify a specific instance of receiver interaction by at least oneof the first receiver with the first advertisement and the secondreceiver with the second advertisement; rating both the display of thefirst advertisement and the display of the second advertisementutilizing the first usage data and the second usage data, the ratingperformed by: determining a rate for each of the parameters included inthe first usage data associated with the first advertisement, the ratefor at least one of the parameters included in the first usage databeing dependent on the identification of the specific instance ofreceiver interaction by the first receiver of the first advertisement,assigning to each of the parameters included in the first usage data therate determined for the parameter, determining a rate for each of theparameters included in the second usage data associated with the secondadvertisement, the rate for at least one of the parameters included inthe second usage data being dependent on the identification of thespecific instance of receiver interaction by the second receiver of thesecond advertisement, and assigning to each of the parameters includedin the second data the rate determined for the parameter; calculating acost of the first advertisement utilizing the rates assigned to each ofthe parameters included in the first usage data associated with thefirst advertisement; calculating a cost of the second advertisementutilizing the rates assigned to each of the parameters included in thesecond usage data associated with the second advertisement; adding thecost of the first advertisement to the cumulated cost of the firstplurality of previously displayed advertisements of the first advertiserto generate a first updated cumulated cost, comparing the first updatedcumulated cost to the first threshold received from the first advertiserand determining that the first threshold has been at least one of metand surpassed by the first cumulated cost; altering the firstinstructions to display the first advertisement in response to thedetermination that the first threshold of the first advertiser has beenat least one of met and surpassed by the first cumulated cost, thealteration of the first instructions stopping display of the firstadvertisement; adding the cost of the second advertisement to thecumulated cost of the second plurality of previously displayedadvertisements of the second advertiser to generate a second cumulatedcost, comparing the second cumulated cost to the second thresholdreceived from the second advertiser and determining that the secondthreshold has not been met or surpassed by the second cumulated cost;identifying an updated amount available until the second threshold ismet by comparing the second cumulated cost to the second thresholdreceived from the second advertiser; and generating, in response to thedetermination that the second threshold has not been met or surpassed, athird plan to display the second advertisement, the third plan generatedaccording to the second requirements of the second advertiser, the timeslot to display the second advertisement, and the updated amountavailable until the second threshold is met, such that the third planeffects at least one display of the second advertisement until thesecond threshold is met.
 2. The method as recited in claim 1, whereinthe first usage data includes first a-priori meta-data reflecting thefirst advertisement, and the second usage data includes second a-priorimeta-data reflecting the second advertisement.
 3. The method as recitedin claim 1, wherein the parameter reflecting the degree of interactivityof the first advertisement involves input collected from the firstreceiver.
 4. The method as recited in claim 1, wherein the first usagedata reflects a profile of the first receiver including staticinformation and dynamic information.
 5. The method as recited in claim1, wherein the first advertisement includes a television advertisement.6. The method as recited in claim 1, wherein the first advertisementincludes a web-based advertisement.
 7. The method as recited in claim 1,wherein the rating of both the display of the first advertisement andthe display of the second advertisement provides for rate discountsbased on predefined conditions.
 8. A computer program product embodiedon a non-transitory computer readable medium, comprising: computer codefor receiving first requirements of a first advertiser associated with afirst advertisement, the first requirements including a first receiverto which the first advertisement is to be sent, a time length to displaythe first advertisement, and a content to surround the firstadvertisement; computer code for receiving second requirements of asecond advertiser associated with a second advertisement, the secondrequirements including a second receiver to which the secondadvertisement is to be sent, a time length to display the secondadvertisement, and a content to surround the second advertisement;computer code for receiving a first threshold from the first advertiser;computer code for receiving a second threshold from the secondadvertiser; computer code for comparing the first threshold from thefirst advertiser with a cumulated cost of a first plurality ofpreviously displayed advertisements of the first advertiser, anddetermining that the first threshold received from the first advertiserhas not been met by the cumulated cost of the first plurality ofpreviously displayed advertisements of the first advertiser; computercode for comparing the second threshold from the second advertiser witha cumulated cost of a second plurality of previously displayedadvertisements of the second advertiser, and determining that the secondthreshold received from the second advertiser has not been met by thecumulated cost of the second plurality of previously displayedadvertisements of the second advertiser; computer code for generating,in response to the determination that the first threshold has not beenmet, a first plan to display the first advertisement, the first plangenerated according to the first requirements of the first advertiser, atime slot to display the first advertisement, and an amount availableuntil the first threshold is met, such that the first plan effects atleast one display of the first advertisement until the first thresholdis met; computer code for generating, in response to the determinationthat the second threshold has not been met, a second plan to display thesecond advertisement, the second plan generated according to the secondrequirements of the second advertiser, a time slot to display the secondadvertisement, and an amount available until the second threshold ismet, such that the second plan effects at least one display of thesecond advertisement until the second threshold is met; computer codefor providing first instructions for executing the first plan to displaythe first advertisement; computer code for providing second instructionsfor executing the second plan to display the second advertisement;computer code for displaying the first advertisement according to thefirst instructions; computer code for displaying the secondadvertisement according to the second instructions; computer code formonitoring a usage of the first advertisement by the first receiverwhile the first advertisement is being displayed, and generating firstusage data based on the usage of the first advertisement by the firstreceiver, the first usage data associated with the first advertisementand including a parameter associated with the display of the firstadvertisement, a parameter associated with the first receiver of thefirst advertisement, a parameter reflecting a degree of interactivity ofthe first advertisement by indicating whether the first advertisementallows for input collection and e-Commerce, and a parameter reflecting ausage of the first advertisement by the first receiver of the firstadvertisement; computer code for monitoring a usage of the secondadvertisement by the second receiver while the second advertisement isbeing displayed, and generating second usage data based on the usage ofthe second advertisement by the second receiver, the second usage dataassociated with the second advertisement and including a parameterassociated with the display of the second advertisement, a parameterassociated with the second receiver of the second advertisement, aparameter reflecting a degree of interactivity of the secondadvertisement by indicating whether the second advertisement allows forinput collection and e-Commerce, and a parameter reflecting a usage ofthe second advertisement by the second receiver of the secondadvertisement; computer code for analyzing the first usage data and thesecond usage data to identify a specific instance of receiverinteraction by at least one of the first receiver with the firstadvertisement and the second receiver with the second advertisement;computer code for rating both the display of the first advertisement andthe display of the second advertisement utilizing the first usage dataand the second usage data, the rating performed by: determining a ratefor each of the parameters included in the first usage data associatedwith the first advertisement, the rate for at least one of theparameters included in the first usage data being dependent on theidentification of the specific instance of receiver interaction by thefirst receiver of the first advertisement, assigning to each of theparameters included in the first usage data the rate determined for theparameter, determining a rate for each of the parameters included in thesecond usage data associated with the second advertisement, the rate forat least one of the parameters included in the second usage data beingdependent on the identification of the specific instance of receiverinteraction by the second receiver of the second advertisement, andassigning to each of the parameters included in the second data the ratedetermined for the parameter; computer code for calculating a cost ofthe first advertisement utilizing the rates assigned to each of theparameters included in the first usage data associated with the firstadvertisement; computer code for calculating a cost of the secondadvertisement utilizing the rates assigned to each of the parametersincluded in the second usage data associated with the secondadvertisement; computer code for adding the cost of the firstadvertisement to the cumulated cost of the first plurality of previouslydisplayed advertisements of the first advertiser to generate a firstupdated cumulated cost, comparing the first updated cumulated cost tothe first threshold received from the first advertiser and determiningthat the first threshold has been at least one of met and surpassed bythe first cumulated cost; computer code for altering the firstinstructions to display the first advertisement in response to thedetermination that the first threshold of the first advertiser has beenat least one of met and surpassed by the first cumulated cost, thealteration of the first instructions stopping display of the firstadvertisement; computer code for adding the cost of the secondadvertisement to the cumulated cost of the second plurality ofpreviously displayed advertisements of the second advertiser to generatea second cumulated cost, comparing the second cumulated cost to thesecond threshold received from the second advertiser and determiningthat the second threshold has not been met or surpassed by the secondcumulated cost; computer code for identifying an updated amountavailable until the second threshold is met by comparing the secondcumulated cost to the second threshold received from the secondadvertiser; and computer code for generating, in response to thedetermination that the second threshold has not been met or surpassed, athird plan to display the second advertisement, the third plan generatedaccording to the second requirements of the second advertiser, the timeslot to display the second advertisement, and the updated amountavailable until the second threshold is met, such that the third planeffects at least one display of the second advertisement until thesecond threshold is met.
 9. A system, comprising: a hardware processorfor: receiving, utilizing a processor, first requirements of a firstadvertiser associated with a first advertisement, the first requirementsincluding a first receiver to which the first advertisement is to besent, a time length to display the first advertisement, and a content tosurround the first advertisement; receiving second requirements of asecond advertiser associated with a second advertisement, the secondrequirements including a second receiver to which the secondadvertisement is to be sent, a time length to display the secondadvertisement, and a content to surround the second advertisement;receiving a first threshold from the first advertiser; receiving asecond threshold from the second advertiser; comparing the firstthreshold from the first advertiser with a cumulated cost of a firstplurality of previously displayed advertisements of the firstadvertiser, and determining that the first threshold received from thefirst advertiser has not been met by the cumulated cost of the firstplurality of previously displayed advertisements of the firstadvertiser; comparing the second threshold from the second advertiserwith a cumulated cost of a second plurality of previously displayedadvertisements of the second advertiser, and determining that the secondthreshold received from the second advertiser has not been met by thecumulated cost of the second plurality of previously displayedadvertisements of the second advertiser; generating, in response to thedetermination that the first threshold has not been met, a first plan todisplay the first advertisement, the first plan generated according tothe first requirements of the first advertiser, a time slot to displaythe first advertisement, and an amount available until the firstthreshold is met, such that the first plan effects at least one displayof the first advertisement until the first threshold is met; generating,in response to the determination that the second threshold has not beenmet, a second plan to display the second advertisement, the second plangenerating according to the second requirements of the secondadvertiser, a time slot to display the second advertisement, and anamount available until the second threshold is met, such that the secondplan effects at least one display of the second advertisement until thesecond threshold is met; providing first instructions for executing thefirst plan to display the first advertisement; providing secondinstructions for executing the second plan to display the secondadvertisement; displaying the first advertisement according to the firstinstructions; displaying the second advertisement according to thesecond instructions; monitoring a usage of the first advertisement bythe first receiver while the first advertisement is being displayed, andgenerating first usage data based on the usage of the firstadvertisement by the first receiver, the first usage data associatedwith the first advertisement and including a parameter associated withthe display of the first advertisement, a parameter associated with thefirst receiver of the first advertisement, a parameter reflecting adegree of interactivity of the first advertisement by indicating whetherthe first advertisement allows for input collection and e-Commerce, anda parameter reflecting a usage of the first advertisement by the firstreceiver of the first advertisement; monitoring a usage of the secondadvertisement by the second receiver while the second advertisement isbeing displayed, and generating second usage data based on the usage ofthe second advertisement by the second receiver, the second usage dataassociated with the second advertisement and including a parameterassociated with the display of the second advertisement, a parameterassociated with the second receiver of the second advertisement, aparameter reflecting a degree of interactivity of the secondadvertisement by indicating whether the second advertisement allows forinput collection and e-Commerce, and a parameter reflecting a usage ofthe second advertisement by the second receiver of the secondadvertisement; analyzing the first usage data and the second usage datato identify a specific instance of receiver interaction by at least oneof the first receiver with the first advertisement and the secondreceiver with the second advertisement; rating both the display of thefirst advertisement and the display of the second advertisementutilizing the first usage data and the second usage data, the ratingperformed by: determining a rate for each of the parameters included inthe first usage data associated with the first advertisement, the ratefor at least one of the parameters included in the first usage databeing dependent on the identification of the specific instance ofreceiver interaction by the first receiver of the first advertisement,assigning to each of the parameters included in the first usage data therate determined for the parameter, determining a rate for each of theparameters included in the second usage data associated with the secondadvertisement, the rate for at least one of the parameters included inthe second usage data being dependent on the identification of thespecific instance of receiver interaction by the second receiver of thesecond advertisement, and assigning to each of the parameters includedin the second data the rate determined for the parameter; calculating acost of the first advertisement utilizing the rates assigned to each ofthe parameters included in the first usage data associated with thefirst advertisement; calculating a cost of the second advertisementutilizing the rates assigned to each of the parameters included in thesecond usage data associated with the second advertisement; adding thecost of the first advertisement to the cumulated cost of the firstplurality of previously displayed advertisements of the first advertiserto generate a first updated cumulated cost, comparing the first updatedcumulated cost to the first threshold received from the first advertiserand determining that the first threshold has been at least one of metand surpassed by the first cumulated cost; altering the firstinstructions to display the first advertisement in response to thedetermination that the first threshold of the first advertiser has beenat least one of met and surpassed by the first cumulated cost, thealteration of the first instructions stopping display of the firstadvertisement; adding the cost of the second advertisement to thecumulated cost of the second plurality of previously displayedadvertisements of the second advertiser to generate a second cumulatedcost, comparing the second cumulated cost to the second thresholdreceived from the second advertiser and determining that the secondthreshold has not been met or surpassed by the second cumulated cost;identifying an updated amount available until the second threshold ismet by comparing the second cumulated cost to the second thresholdreceived from the second advertiser; and generating, in response to thedetermination that the second threshold has not been met or surpassed, athird plan to display the second advertisement, the third plan generatedaccording to the second requirements of the second advertiser, the timeslot to display the second advertisement, and the updated amountavailable until the second threshold is met, such that the third planeffects at least one display of the second advertisement until thesecond threshold is met.
 10. The method as recited in claim 1, whereinthe first usage data is attached to the content surrounding the firstadvertisement, and the first usage data includes a type of the contentsurrounding the first advertisement to which the first usage data isattached and an estimated number of people who are expected to watch thecontent surrounding the first advertisement to which the first usagedata is attached.
 11. The method as recited in claim 1, wherein thefirst usage data includes actual receipt data including an actualinitiation degree, such that the first usage data indicates whether thefirst advertisement was pushed and presented to the first receiver.